What do you do once your visitors have converted?
Here is a scenario for you to consider: You have a strong landing page with a clear headline, great content and a strong call to action, and you are converting visitors into leads. Now what do you do?
These leads are interested in your product or service, but have not completed their conversion to paying customer. The truth is that 79% of marketing leads never convert into sales (Marketing Sherpa). So what do you do to prevent your leads from falling out of your marketing funnel before completing a sale? Keep in mind, you have captured some of their information, like an email address, for a reason. What you need to do is nurture your relationship with them and remember why they gave you their contact info in the first place. Use that knowledge to enter them into a lead nurturing campaign, offering them valuable content based on what they were initially interested in.
What is lead nurturing exactly?
Lead nurturing exists to move those leads who are not ready to sign on the dotted line into your sales funnel, guiding them towards a final sale. You quite literally nurture your relationship with these leads through a variety of thoughtful marketing emails and follow-ups. If your campaign is successful, when your lead reaches the end of your marketing funnel, they will be well-informed and ready to make a decision about whether or not to purchase from your company. Depending on the type of product or service you are offering, the length of each campaign will vary.
How do you nurture a lead?
Treat your lead like a sprout. With the right conditions, sunlight, fertilizer, and water they will grow into a thriving tree. You need to provide the right conditions for your leads to convert into satisfied paying customers. Research conducted by Marketo shows that companies running lead nurturing campaigns generate about 50% more sales-ready leads at 33% lower cost per lead. Successful nurturing campaigners know to take their time, and know when to give and when to sell. The easiest way to know when to sell is to track your lead’s actions: did they download another white paper or watch a video that you sent them? The more they interact with your nurturing campaigns, the more likely it is that they would like to buy from you.
Depending on the number of leads generated daily, you can use marketing automation and drip campaigns to nurture your relationship, or pass the information directly to your sales team to follow up. As long as your business is offering something useful and engaging in lead nurturing, you will have an easier time converting your leads to customers and customers to brand advocates. The most important thing to remember about your lead nurturing campaign, is that each lead is a person. They should be treated with respect, and listened to, above all else. If you pay attention to what your leads need and want, you are on the right path to successfully converting them into lifelong customers.